What is Chapter 2?
Chapter 2 is a dating app built by widows and widowers exclusively for widows and widowers. It is the brainchild of Manchester based Nicky Wake who herself was widowed aged just 49 when her husband tragically died.
It was because of Nicky's own experience with online dating apps, something which she found incredibly challenging, that Chapter 2 was born.
Chapter 2 has a rigorous sign up process and so is a safe space for widows and widowers to dip their toe back into dating once again.
What was the brief?
Nicky Wake enlisted our help to launch Chapter 2 in the UK by telling her story. A very emotive topic, which required sensitivity and to showcase Chapter 2 as an inclusive and safe platform for a vulnerable group.
Nicky was clear on what success looked like to her - she needed national press noise, but this had to convert into subscriptions. The target was to have 500 sign ups by December 31st, 2022, a target hit two months early on October 30th.
Nicky also wanted to secure one daytime TV interview - Nicky appeared on Channel 4’s Steph’s Packed Lunch on, which saw a 65% increase in website traffic.
Challenges overcome
Sadly, in 2023, there is still some ‘taboo’ around dating after the loss of a spouse. Our messaging had to reach beyond this and speak to the target audience of widows and widowers who were perhaps considering dating again, but did not feel there was a space for them in the dating world.
In addition, Nicky’s story of losing her husband Andy needed to be treated sensitively and with great care, which influenced the media outlets and journalists we focused our outreach.
Our process - what do we do differently to other agencies?
Yes, we get great coverage, but that’s not what makes us different.
Every detail of what we do has a clear strategy and the results speak for themselves. We analyse every last detail to ensure we consistently deliver killer content, build up brand awareness and show exactly how Chapter 2 is a community based dating app that will ease you into the transition of dating.
We combine INTELLIGENCE, IDEAS and INFLUENCE to drive IMPACT.
Our audience first approach connects growing brands with their audiences - driving word of mouth and helping them thrive.
